Following a “confidential agency review process,” 60-year old, family-owned brand King’s Hawaiian, best known for its dinner rolls and sweet breads here in the States, has appointed Energy BBDO as its creative agency partner. As a result, the Chicago-based agency will be tasked with developing the first-ever national TV campaign for King’s, which operates baking facilities in both Torrance, CA and Oakwood, GA.
So why Energy BBDO? In a statement, King’s Hawaiian VP of marketing Erick Dickens says, “We have aggressive sales and marketing goals for the coming year and we were looking for an agency partner that could help us achieve these objectives. In Energy BBDO, we have an agency with a proven track record of delivering great work that builds and energizes brands. Working together, we know we can take King’s Hawaiian to the next level.”
We’re still checking on who the incumbent is for King’s Hawaiian is–if there is one, that is–but in the in the past, the brand has worked with agencies including Dailey. As for Energy BBDO, while we’ve heard our share of not-so-positive news on the staffing front in 2013, the agency’s King’s Hawaiian win closes out a year that also saw it add Bud Light and Pearle Vision to its client roster.